The concept of the metaverse is transforming the stage for everyone who is involved in the creation process, from digital artists to fashion designers. The platforms, like Roblox, give space for brands to present their products, but what’s most important is that they provide the opportunity for brands to interact with their potential customers on a personal level. Not only does the metaverse become a space where brands can showcase new collections, but it also creates an environment where designers can experiment and shape the ideas that will manifest in real-life fashion trends.
Brands like Nike, Adidas, Vans, Ralph Lauren, and Gucci have already embraced the opportunities provided by metaverse platforms and multiplayer video games. And record-breaking sales, like a gold digital necklace sold by Adidas for 2 million Robux ($20,000), are proving the idea that the metaverse is an exceptional opportunity not only to increase their client base but also to co-create new trends in collaboration with their customers.
Another leverage that platforms like Roblox give to creators is experimenting with ideas before investing in production. They organize campaigns to gauge the audience’s reaction, especially when it comes to Gen Z and young millennials. Some streams are reaching billions of views on YouTube and TikTok. The social impact here is also something that cannot be denied; the brands are becoming a part of metaverse communities, entering private spaces that gamers often use as an escape from reality.
Gucci Town
Embedded in the Roblox community, Gucci Town is a common area that includes a mini-games cafe where players can purchase branded staff for their avatar. Gucci said that 20 million players have visited the garden, although it was available only for two weeks. “The starting point when designing the experience has always been the community,” Nicolas Oudinot, Gucci’s EVP of new businesses, told The Verge. He also expressed the willingness to continue collaborating with creators from the Roblox community, hoping that future projects will not only increase profit but also open new horizons in creative vision for the brand as a whole.
As strange as it may seem, collaborations like this reflect the natural evolution currently taking place in the fashion industry, where many companies are struggling to survive. For luxury brands like Gucci, it gets even harder. Emerging with new concepts and opportunities that are coming from virtual communities looks like a smart move from a long-term perspective.
Vans Skateboards
The brand chose a common passion for skateboarding as an approach to creating its campaign within the Metaverse space. Something close enough to the brand’s spirit, allowing players to learn and sharpen their skills in skateboarding in a risk-free environment, and at the same time, users can customize their boards and avatars with Vans products. The experience fosters the creation of communities with common interests and reshapes the skateboarding culture.
The brand doesn’t just strengthen its image and promote new products, it becomes a part of the community, launching new trends, shaping from the inside gamers’ perception and mentality towards common values.
Balenciaga X Fortnite
Balenciaga, which has its futuristic style that balances between streetwear and a more provocative aesthetic, was the pioneer in the VR fashion movement when it collaborated with Fortnite creators back in 2021. In a game with nearly 80 million players, the brand released virtual clothing, backblings, and pickaxes for avatars. One of the highlights became the custom Balenciaga Dance, created specifically for the campaign.
They also opened a virtual store inspired by their most iconic physical boutiques located at the centre of a dedicated in-game hub. The campaign ran for a week, demonstrating new items on digital billboards across the community and inspiring players with fresh ideas related to their avatars’ looks.
Burberry in Honor of Kings
The legendary British brand, in 2021, created outfits for China’s most popular video game, the same year as Balenciaga. The multiplayer online battle game, known for its epic quests and anime-looking heroes, offered Burberry to design “skins” and clothing in its unique tartan motifs. The items were confined to China’s market only, bringing the element of exclusivity to customers who were entitled to purchase them first in a global market.
“By allowing our Chinese customers to explore virtual products through the medium of online games, we can connect with our communities in a way that really resonates with them,” Josie Zhang, president of Burberry in China, said.
The popularity of the campaign forced the administration of the platform to limit the gaming hours for players due to the massive influx of players who showed their interest in buying Burberry digital outfits. The players were inspired to emulate real-life fashion icons, who could afford to buy a trench from Burberry or other fashion items that not many people in the real world can have without spending their monthly salaries on them.
“As owning a Burberry coat or scarf in real life is a symbol of wealth or status, the same can be said for in-game.” Louise Shorthouse, senior games analyst at Ampere Analysis.
Nike Swoosh Studio
Being one of the first companies to embrace the idea of Metaverse commerce, Nikeland Store is one of the most successful spots on the platform, with almost 118,000 gamers having added it to their favorites. During the two-month period of the campaign, almost 7 million visitors had left their IPs there.
The idea was to launch Swoosh Studio, where players could create their own authentic Nike AF1’s bringing their own unique vision. The #TheYourForce1 challenge that followed, every player could take part in the contest, creating their own version of the model. The winners were invited to a unique 1:1 meeting with the members of the Nike creative team.
The campaign that lasted for two months was a huge success and led to record sales in Nike’s brick-and-mortar and online stores.
The Metaverse experience and its influence on a wide spectrum of industries like fashion, design, iGaming, and even online gambling are undeniable. The creators, providers, and software companies are working on exploring new experiences. Even some of the best online casinos without GamStop are looking to adopt VR and AR games on a daily basis, creating immersive layers in online gambling.
The Metaverse can become the next major marketing tool after social media, which is capable of creating a new avenue for e-commerce and professionals in related fields.
However, it requires consistent investments and intention of long-haul commitment, in order to keep users’ interest viable and make them come back as if they were going shopping in the physical world.
